Examining the role of consumer hope in explaining the impact of perceived brand value on customer-brand relationship outcomes in an online retailing environment

被引：44
|
作者：
Fazal-e-Hasana, Syed Muhammad [1 ]
Ahmadi, Hormoz [2 ]
Mortimer, Gary [3 ]
Grimmer, Martin [1 ]
Kelly, Louise [3 ]
机构：
[1] Univ Tasmania, Tasmanian Sch Business & Econ, Churchill Ave, Hobart, Tas 7005, Australia
[2] Australian Catholic Univ, Tenison Woods House,8-20 Napier St, Sydney, NSW 2060, Australia
[3] Queensland Univ Technol, QUT Business Sch, 2 George St,POB 2434, Brisbane, Qld 4001, Australia
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2018年 / 41卷
关键词：
Online retail; Brand value; Hope; Trust; Commitment; Satisfaction; Goal attainment; INDIVIDUAL-DIFFERENCES; AFFECTIVE COMMITMENT; PURCHASE INTENTIONS; FASHION RETAILERS; LOYALTY PROGRAMS; JOB-SATISFACTION; GOAL ATTAINMENT; HIGHER-ORDER; TRUST; EXPERIENCE;
D O I：
10.1016/j.jretconser.2017.12.004
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This research examines the role of consumer hope in explaining the impact of perceived brand value on customer-brand relationship outcomes in the context of online retailing. We scrutinise the moderating impact of customer goal attainment on the relationship between consumer hope and customer-brand relationship outcomes. Data were collected from 418 online shoppers. The results indicate that three dimensions of brand value had a positive impact on consumer hope. Consumer hope was also positively related to customer-brand relationship outcome variables and the moderating role of customer goal attainment was supported. Theoretically, this model highlights the important role that hope can play in a customer-brand relationship in an online retail environment.
引用
收藏
页码：101 / 111
页数：11
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